Essay on Tourism Is New Zealand 's Biggest Export Industry

1950 Words May 22nd, 2016 8 Pages
Tourism is New Zealand’s biggest export industry (Cropp, 2015), and therefore, tourism strategy is key in ensuring that the nation’s economy is flourishing. Between 2001 and today, NZ has released three tourism strategy documents – set to look forward to 2010, 2015, and most recently, 2025. Each document aims to update the previous one, looking at the strengths and weaknesses of the past and modifying these in order to keep up with the ever-changing environment. This essay compares and contrasts the 2015 and 2025 strategy plans – looking specifically at their vision statements, their approach to visitor satisfaction, each strategies’ contributors and what impact this has, and how each strategy addresses marketing. These four main points will then be evaluated in regards to how they impact the tourism industry, on both a local and national level – majorly how the differences in strategy approaches have varied impacts on the industry.

The 2015 and 2025 documents have starkly different visions, due to the environment that the tourism industry was operating in at the time of the strategy’s formation, as well as the nation’s leadership. 2015’s strategy surrounds the vision of sustainability, focusing on the key Māori ideas of Kaitiakitanga/guardianship and Manaakitanga/hospitality (TIANZ, 2007). This strategy was written and released at a time when tourism was very successful – and held the title of being New Zealand’s top export industry. However, the natural environment…

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